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PRESENTATION PLAN
Chapter-No. 1 Introduction
INTRODUCTION
Children constitute an important target market segment and
Characterised by
Recognises self as agent of action and begins to act intentionally: e.g. pulls a string to set
Sensori-motor
(Birth-2 yrs)
Achieves object permanence: realises that things continue to exist even when no longer
present to the sense (pace Bishop Berkeley)
Pre-operational
(2-7 years)
Classifies objects by a single feature: e.g. groups together all the red blocks regardless of
shape or all the square blocks regardless of colour
Concrete operational
Achieves conservation of number (age 6), mass (age 7), and weight (age 9)
(7-11 years)
Classifies objects according to several features and can order them in series along a single
dimension such as size.
Formal operational
Can think logically about abstract propositions and test hypotheses systematically
Becomes concerned with the hypothetical, the future, and ideological problems
The child makes demands, uses, and threats or intimidates to persuade parents to comply
with his/her request.
Upward Appeal
The child seeks to persuade parents, saying that the request was approved or supported by an
older member of the family, a teacher or even a family friend.
Exchange Tactics
The child makes an explicit or implicit promise to give some sort of service such as washing the
car, cleaning the house or taking care of the baby, in return for a favour.
Coalition Tactics
The child seeks the aid of others to persuade parents to comply with his/her request or uses the
support of others as an agreement to agree with him/her.
Ingratiating Tactics
The child seeks to get parents in a good mood or think favourably of him or her before asking
them to comply with a request.
Rational Persuasion
The child uses logical arguments and factual evidence to persuade parents to agree with his/her
request.
Inspirational Appeals
The child makes an emotional appeal or proposal that arouses enthusiasm by appealing to
parental values and ideals.
Consultation Tactics
CONSUMER SOCIALISATION
The most widely used definition of consumer socialization
Characteristics
Analytical stage,
711 years
Reflective stage,
1116 years
Knowledge structures:
Orientation
Concrete
Abstract
Abstract
Focus
Perceptual features
Functional/underlying features
Functional/underlying features
Complexity
Unidimensional
Simple
Multidimensional
Contingent (ifthen)
Perspective
Expedient
Thoughtful
Strategic
Focus
Perceptual features
Salient features
Functional/underlying features
Relevant features
Functional/underlying features
Relevant features
Complexity
Single attributes
Limited Repertoire of strategies
Multiple attributes
Complete repertoire of strategies
Adaptivity
Perspective
Emerging
Egocentric
Moderate
Dual Perspective
Peers
Culture
Mass Media and Marketing
REVIEW OF LITERATURE
Total no. of papers/articles/ journals reviewed: 1057
Out of which:
General - 495
Relevant - 468
Specific - 94
The major areas of review:
Influence of children by product category.
Childrens influence across stages of decision making process.
Consumer socialization of children.
Media effects on children.
Changing pattern of the market.
Changing structure of the family.
RESEARCH METHODOLOGY
Problem Identification:
Children constitute an important target market segment and merit
attention from a marketing perspective. Thus, recognising children as a
primary market, influencing market and a future market, children
today are seen as different from past generations; especially the 8-14
years old.
The title of the problem is How children influence the family
buying for some products in Gujarat state. Based on the above, the
following issues are raised by the researcher.
What are the factors affecting family buying kept in childrens
influence?
What are the various demographic factors of a child affect family
buying?
How children are influencing in various types of families?
How children are influencing the family buying for varieties of
products?
Objectives:
To study the role of children on family buying
decisions.
To analyze the changing behaviour of family buying
decisions.
Hypothesis
1. H0: Children do not play significant buying roles in family by influencing
directly or indirectly.
2. H0: The Media does not play any role to instigate children to buy products.
3. H0: Children from Low-income level families have less influence than high
income family in making purchase decisions.
4. H0: The influence of children doesnt vary with the types of products.
5. H0: The influence of children is lower for product classes targeted at childrens
use.
6. H0: There is no significant change in the behaviour of children with the
passage of time.
Research Design
Sampling Method
Sample Size
Primary Data:
The primary data collected for this research study has been
collected
through
the
structured
non-disguised
questionnaires. A structured non-disguised questionnaire
is one where questions and answers are specified. Separate
set of questionnaires were prepared for both parents and
children.
Instrument of Data Collection
The responses were measured on five point scale. The
method is based on Likert Scaling Technique. Scaling
describes the procedure of assigning numbers to various
degrees of opinion, attitude and other concepts.
Secondary Data
The statistical measures which have been used in the study are as follows:
Surat
Ahmedabad
Total
Age
15
(6)
25
(10.00)
40
(8.00)
35 -40
88
(33.20)
83
(33.20)
171
(34.20)
40-45
115
(46.00)
99
(39.60)
214
(42.80)
Above 45
32
(12.80)
43
(17.20)
75
(15.00)
Business
97
(38.80)
151
(60.40)
248
(49.60)
Service
153
(39.60)
99
(61.20)
252
(50.40)
Up to 35
Occupation
Surat
Ahmedabad
Total
Male
192
(76.80)
163
(65.20)
355
(71.00)
Female
58
(23.20)
87
(34.80)
145
(29.00)
Working
28
(11.20)
63
(25.20)
91
(18.20)
Non-working
222
(88.80)
187
(74.80)
409
(81.80)
One
14
(5.60)
13
(5.20)
27
(5.40)
Two
146
(58.40)
158
(63.20)
304
(60.80)
Three / More
90
(36.00)
79
(31.60)
169
(33.80)
Up to 10,000
107
(42.80)
66
(26.40)
173
(34.60)
10000-20,000
94
(37.60)
87
(34.80)
181
(36.20)
Above 20,000
49
97
146
Gender
Woman of family
No. of Children
Surat
Ahmedabad
Total
Matric
71
(28.40)
57
(22.80)
128
(25.60)
Graduate
124
(49.60)
120
(48.00)
244
(48.80)
Post-Graduate
55
(22.00)
73
(29.20)
128
(25.60)
Education
Ahmedabad
All Data
Ahmedabad
All Data
Chi^2= 16.21**(df: 2)
Chi^2= 10.13**(df: 2)
Chi^2= 20.54**(df: 2)
Ahmedabad
Total
Male
151
(60.40)
117
(46.80)
268
(53.60)
Female
99
(39.60)
133
(53.20)
232
(46.40)
Up to 10
50
(20.00)
51
(20.40)
101
(20.20)
10-13
101
(40.40)
102
(40.80)
203
(40.60)
Above 13
99
(39.60)
97
(38.80)
196
(39.20)
Up to 5th
14
(5.60)
40
(16.00)
54
(10.80)
5th 8th
144
(57.60)
141
(56.40)
285
(57.00)
Above 8th
92
(36.80)
69
(27.60)
161
(32.20)
Gender
Age
Education
Ahmedabad
Total
No Pocket Money
83
(33.20)
48
(18.40)
129
(25.80)
Up to 100
76
(30.40)
98
(39.20)
174
(34.80)
Above 100
91
(36.40)
106
(42.40)
197
(39.40)
Ahmedabad
All Data
It is found that respondents of both the cities have significant association between
age/gender, occupation/Woman of family, occupation/education, gender/Woman of
family, Woman of family/education, number of children/education and
income/education that is, gender and occupation of the respondent determine the
status of Woman of family either working or not and education being an important
demographic factor determine the status of Woman of family, number of children of
respondents and their income level whereas age of the respondent does not have any
significant association with number of children. Gender of respondent does not have
any association with education and number of children of respondents.
City wise analysis shows that income of the respondents of Surat is largely affected by
their age, occupation, gender and status of Woman of family. Number of children of
respondents depends upon their age, whereas in Ahmedabad occupation of the
respondents is determined by their age and number of children is determined by the
monthly income of the respondents.
Contd
Child
Ahmedabad
Total
Chi^2 = 11.07
Chi^2 = 25.08*
Chi^2 = 20.74
Chi^2 = 4.95
Chi^2 = 1.01
Chi^2 = 2.35
Chi^2 = 2.63
Chi^2 = 3.42
Chi^2 = 5.37
t = 0.299
t = 2.039*
t = 1.757
Chi^2 = 21.77**
Chi^2 = 9.63
Chi^2 = 20.77**
Education wise
Chi^2 = 12.47
Comparative analysis of the statement shows that occupation, gender and number
of children do not have any significant influence on the respondents perception.
Whereas income and education significantly influence Surat respondents. Age and
Woman of family (working or non-working) significantly affect the perception of
Ahmedabad respondents. Hence it can be concluded that age, income and
education have significant influence on the role of children.
Ahmedabad
Total
Chi^2 = 17.48
Chi^2 = 32.00**
Chi^2 = 33.16**
Chi^2 = 3.80
Chi^2 = 3.68
Chi^2 = 4.33
Chi^2 = 8.30
Chi^2 = 2.19
Chi^2 = 5.92
Chi^2 = 6.46
Chi^2 = 4.30
Chi^2 = 4.38
Chi^2 = 11.08
Chi^2 = 8.46
Chi^2 = 14.51
Chi^2 = 16.70*
Education wise
Chi^2 = 17.32*
Ahmedabad
Total
Chi^2 = 16.31
Chi^2 = 10.77
Chi^2 = 20.52
Chi^2 = 3.57
Chi^2 = 4.26
Chi^2 = 3.93
Chi^2 = 3.70
Chi^2 = 5.98
Chi^2 = 8.54
Chi^2 = 11.84
Chi^2 = 11.22
Chi^2 = 7.36
Chi^2 = 30.29**
Chi^2 = 17.87*
Education wise
Chi^2 = 7.32
Chi^2 = 5.51
Chi^2 = 5.35
Comparative analysis of the statement shows that majority of the variables like age,
Woman of family, number of children and education of the respondent does not
have any significant influence on their perception but occupation affects the Surat
respondents significantly and income and gender have significant influence on the
perception of Ahmedabad respondents.
Hence, the data concludes that
respondents of different age, gender and occupation show more concern with the
statement.
Ahmedabad
Total
Chi^2 = 10.22
Chi^2 = 17.34
Chi^2 = 15.80
Chi^2 = 6.80
Chi^2 = 0.65
Chi^2 = 3.44
Chi^2 = 7.14
Chi^2 = 2.51
Chi^2 = 5.59
Chi^2 = 13.99
Chi^2 = 13.49
Chi^2 = 18.20*
Chi^2 = 13.26
Education wise
Chi^2 = 25.70**
Chi^2 = 10.94
Chi^2 = 28.87**
Comparative analysis of all the factors on statement concludes that age, occupation
and Woman of family does not have any significant impact on Surat and
Ahmedabad respondents perception whereas gender and monthly family income of
the respondents have significant impact on Ahmedabads respondents and number
of children and education plays a significant role on Surat respondents perception.
Ahmedabad
Total
Chi^2 = 8.52
Chi^2 = 15.72
Chi^2 = 14.13
Chi^2 = 14.13
Chi^2 = 3.72
Chi^2 = 4.36
Chi^2 = 7.37
Chi^2 = 2.21
Chi^2 = 3.61
Chi^2 = 9.98
Chi^2 = 6.95
Chi^2 = 8.15
Education wise
Chi^2 =12.97
Comparative analysis of all the factors on statement concludes that age, occupation
and no. of children does not have any significant impact on Surat and Ahmedabad
respondents perception whereas gender, Woman of family, education and monthly
family income of the respondents have significant impact on Ahmedabads
respondents.
Ahmedabad
Total
Chi^2 = 12.24
Chi^2 = 16.34
Chi^2 = 14.48
Chi^2 = 1.24
Chi^2 = 1.72
Chi^2 = 1.36
Chi^2 = 9.14
Chi^2 = 2.21
t = 2.899**
t = 2.555*
Chi^2 = 13.99
Chi^2 = 8.15
Education wise
F = 4.01*
Chi^2 = 13.60
Comparative analysis of the statement shows that Age and occupation do not have
any impact on the respondents of both the cities. Gender, Woman of family and
number of children has significant impact on the perception of Ahmedabad parents
respondents whereas Education has significant impact on the parents respondents
of Surat.
Ahmedabad
Total
F = 3.63*
Chi^2 = 15.88
t = 1.761*
Chi^2 = 6.24
Chi^2 = 4.43
Chi^2 = 1.75
Chi^2 = 15.24**
Chi^2 = 9.72*
Chi^2 = 1.39
Chi^2 = 4.05
Chi^2 = 4.47
Chi^2 = 5.44
Chi^2 = 18.82*
Chi^2 = 15.48
Education wise
F = 4.01*
Chi^2 = 13.60
Comparative analysis of the statement shows that where income has significant
influence on the opinion of respondents of both the cities, whereas Woman of
family does not have any impact on the perception of respondents. Age, occupation
and education significantly influence Surat respondents and gender and number of
children have significant impact on the perception of Ahmedabad respondents.
Ahmedabad
Total
Chi^2 = 5.88
Chi^2 = 31.87**
Chi^2 = 11.96
Chi^2 = 5.43
Chi^2 = 2.62
Chi^2 = 5.54
Chi^2 = 9.87*
Chi^2 = 12.45*
Chi^2 = 25.40**
Chi^2 = 11.44*
Chi^2 = 12.01*
Chi^2 = 7.91
Chi^2 = 4.34
Chi^2 = 11.70
Chi^2 = 4.60
F = 3.19*
Chi^2 = 8.28
Chi^2 = 13.42
Education wise
Chi^2 = 3.00
Chi^2 = 6.31
Chi^2 = 2.75
Comparative analysis of the statement for various factors analyzed reflects that
occupation, number of children and education of respondents does not change the
perception of respondents but gender and Woman of family has significant
influence on the opinion of the respondents of both the cities. Age has a significant
influence on the opinion of Ahmedabad respondents whereas income has a
significant influence on the opinion of Surat respondents.
Ahmedabad
Total
Chi^2 = 8.40
Chi^2 = 15.04
Chi^2 = 11.54
Chi^2 = 2.73
Chi^2 = 4.16
Chi^2 = 2.94
Chi^2 = 1.47
t = 2.313*
t = 2.363*
Chi^2 = 2.63
t = 2.009*
t = 2.688**
Chi^2 = 7.90
Chi^2 = 11.28
Chi^2 = 12.70
Chi^2 = 1.80
Chi^2 = 12.37
Chi^2 = 7.58
Education wise
Chi^2 = 9.46
Chi^2 = 6.76
Chi^2 = 6.92
Comparative analysis of the statement shows that Age, occupation, no. of children,
monthly income and education does not have any impact on the perception of
respondents whereas gender and Woman of family have significant impact only on
the perception of Ahmedabad respondents.
Ahmedabad
Total
Chi^2 = 4.79
Chi^2 = 3.26
Chi^2 = 6.58
Chi^2 = 11.06
Chi^2 = 10.66
Chi^2 = 12.26
Chi^2 = 10.99
Chi^2 = 7.87
Chi^2 = 9.43
Chi^2 = 8.82
Chi^2 = 19.77*
Comparative analysis of the statement shows that age, gender and class do not have
any significant influence on the respondents of both the cities but monthly pocket
money have significant impact only on the opinion of respondents of Ahmedabad
city.
Ahmedabad
Total
Chi^2 = 4.51
Chi^2 = 0.21
Chi^2 = 2.32
Chi^2 = 11.38
Chi^2 = 5.28
Chi^2 = 11.94
Chi^2 = 4.25
Chi^2 = 6.93
Chi^2 = 7.33
Chi^2 = 3.94
Comparative analysis of the statement shows that gender and age of the respondents
do not have any significant impact on respondents of both the cities but when we
analyze the statement according to monthly pocket money of the respondent, it is
found that it has significant impact on Ahmedabad respondents. Their opinion
differs with monthly pocket money they are getting from their parents because it
increases their buying capacity and role in family buying decisions.
Ahmedabad
Total
Chi^2 = 1.57
t = 2.196*
Chi^2 = 11.02
Chi^2 = 9.28
Chi^2 = 9.43
Chi^2 = 6.23
Chi^2 = 10.99
Chi^2 = 8.65
Chi^2 = 8.75
Comparative analysis of the statement shows that the age and class of the
respondents do not have any significant impact on respondents perception in both
the cities but the gender of the respondent has significant impact on the perception
of respondents of Surat city and pocket money changes the opinion of respondents
in Ahmedabad city.
Children are the Initiators and First Person to Demand the Product
Surat
Ahmedabad
Total
Chi^2 = 1.47
Chi^2 = 4.49
F = 2.66*
Chi^2 = 16.96*
Chi^2 = 11.29
Chi^2 = 10.57
Chi^2 = 17.98*
Chi^2 = 24.29**
Chi^2 = 2.63
Chi^2 = 9.87
Chi^2 = 8.92
Comparative analysis of the statement shows that where age has significant
influence on the opinion of respondents of both the cities, monthly pocket money
does not have any impact on opinion of respondents of both the cities. Gender has a
significant influence on the opinion of Surat respondents and the class has
significant influence on the opinion of Ahmedabad respondents.
Ahmedabad
Total
Chi^2 = 4.67
Chi^2 = 4.11
Chi^2 = 6.45
Chi^2 = 11.78
Chi^2 = 11.24
Chi^2 = 12.26
Chi^2 = 10.99
Chi^2 = 7.87
Chi^2 = 9.43
Chi^2 = 8.82
Chi^2 = 19.77*
Comparative analysis of the statement shows that the gender, age and class of the
respondents do not have any significant impact on respondents perception in both
the cities but the monthly pocket money of the respondent has significant impact
only on the perception of respondents of Ahmedabad city.
Ahmedabad
Total
Chi^2 = 4.67
Chi^2 = 6.45
Chi^2 = 8.76
Chi^2 = 8.56
Chi^2 = 10.82
Chi^2 = 10.99
Chi^2 = 7.87
Chi^2 = 9.43
Chi^2 = 7.46
Chi^2 = 18.38*
Comparative analysis of the statement shows that the age and class of the
respondents do not have any significant impact on respondents perception in both
the cities but the gender and monthly pocket money of the respondent have
significant impact only on the perception of respondents of Ahmedabad city.
Ahmedabad
Total
Chi^2 = 15.24**
Chi^2 = 0.56
Chi^2 = 7.48
Chi^2 = 12.58
Chi^2 = 12.34
Chi^2 = 8.21
Chi^2 = 14.27
Chi^2 = 11.51
Chi^2 = 9.62
Chi^2 = 18.29*
Chi^2 = 13.29
Comparative analysis of the statement shows that the age and class of the
respondents do not have any significant impact on respondents perception in both
the cities but the gender and monthly pocket money of the respondent have
significant impact only on the perception of respondents of Ahmedabad city.
Ahmedabad
Total
Chi^2 = 0.60
Chi^2 = 6.59
Chi^2 = 5.76
Chi^2 = 8.04
Chi^2 = 8.91
F = 2.78*
Chi^2 = 9.04
Chi^2 = 5.85
Chi^2 = 16.83*
Comparative analysis of the statement shows that the age of the respondents does
not have any significant influence on respondents perception in both the cities but
the class and monthly pocket money of the respondents have significant impact on
the perception of respondents of Ahmedabad city whereas gender of the
respondents has a significance influence on perception of the respondents of Surat
city.
Ahmedabad
Total
Chi^2 = 6.35
Chi^2 = 14.64**
Chi^2 = 8.42
Chi^2 = 12.88
Chi^2 = 9.23
Chi^2 = 15.08
Chi^2 = 13.16
Chi^2 = 9.95
Chi^2 = 20.62**
Chi^2 = 2.33
Chi^2 = 7.66
Chi^2 = 6.45
Comparative analysis of the statement shows that the age, class and monthly pocket
money of the respondents do not have any significant influence on respondents
perception in both the cities but the gender of the respondents has significant
influence only on the perception of respondents of Ahmedabad city.
Ahmedabad
Total
Chi^2 = 8.52
Chi^2 = 15.72
Chi^2 = 14.13
Chi^2 = 1.24
Chi^2 = 3.72
Chi^2 = 4.36
Chi^2 = 7.37
Chi^2 = 2.21
t = 2.899**
t = 2.555*
Chi^2 = 3.61
Chi^2 = 9.98
Chi^2 = 6.95
Chi^2 = 8.15
Education wise
Chi^2 =12.97
Comparative analysis of the statement shows that gender, Woman of house hold,
income and education have significant impact on the respondents of Ahmedabad
and on total number of respondents whereas, age, occupation and number of
children have insignificant effect on respondents of both the cities. Hence, it can be
concluded that Ahmedabad and Surat being an advanced city, a number of factors
influence the opinion of respondents.
Ahmedabad
Total
Chi^2 = 17.95
Chi^2 = 6.06
Chi^2 = 16.21
Chi^2 = 4.76
Chi^2 = 1.33
Chi^2 = 5.04
Chi^2 = 3.69
Chi^2 = 12.47*
Chi^2 = 5.53
Chi^2 = 5.32
Chi^2 = 7.21
Chi^2 = 3.28
Chi^2 = 11.85
Chi^2 = 8.82
Chi^2 = 11.73
Chi^2 = 10.21
Chi^2 = 13.75
Chi^2 = 13.05
Education wise
Chi^2 = 10.11
Chi^2 = 6.02
Chi^2 = 4.09
Comparative analysis of the statement makes it clear that only gender has a
significant influence on the opinion of respondents of Ahmedabad and all the other
variables have insignificant influence on the opinion of respondents of both the
cities.
Ahmedabad
Total
Chi^2 = 5.88
Chi^2 = 31.87**
Chi^2 = 11.96
Chi^2 = 5.43
Chi^2 = 2.62
Chi^2 = 5.54
Chi^2 = 9.87*
Chi^2 = 12.45*
Chi^2 = 25.40**
Chi^2 = 11.44*
Chi^2 = 2.01
Chi^2 = 7.91
Chi^2 = 4.34
Chi^2 = 11.70
Chi^2 = 4.60
F = 3.19*
Chi^2 = 8.28
Chi^2 = 13.42
Education wise
Chi^2 = 3.00
Chi^2 = 6.31
Chi^2 = 2.75
Comparative analysis of the statement for various factors analyzed reflects that
occupation, number of children and education of respondents does not change the
perception of respondents but age and gender has significant influence on the
opinion of Ahmedabad respondents whereas gender, Woman of family and income
has a significant influence on the opinion of Surat respondents.
Ahmedabad
Total
t = 2.225*
Chi^2 = 4.08
Chi^2 = 6.72
Chi^2 = 8.36
Chi^2 = 16.48*
Chi^2 = 16.31*
Chi^2 = 4.56
Chi^2 = 4.89
Chi^2 = 10.37
F = 2.74*
Chi^2 = 13.01*
F = 3.66*
Comparative analysis of the statement shows that class does not have any significant
impact on the opinion of respondents whereas gender and monthly pocket money
has significant influence on the opinion of Surat respondents and age and monthly
pocket money significantly changes the opinion of Ahmedabad respondents.
Ahmedabad
Total
Chi^2 = 4.32
Chi^2 = 3.21
Chi^2 = 5.43
Chi^2 = 6.83
Chi^2 = 9.31
Chi^2 = 7.48
Chi^2 = 6.85
Chi^2 = 6.55
Chi^2 = 10.77
F = 3.69*
Comparative analysis of the statement shows that only monthly pocket money of
respondents has significant influence on the opinion of respondents in both the
cities whereas gender, age and class of respondent do not change his/her perception.
Ahmedabad
Total
Chi^2 = 8.40
Chi^2 = 15.04
Chi^2 = 11.54
Chi^2 = 2.73
Chi^2 = 4.16
Chi^2 = 2.94
Chi^2 = 1.47
t = 2.313*
t = 2.363*
Chi^2 = 2.63
t = 2.009*
t = 2.688**
Chi^2 = 7.90
Chi^2 = 11.28
Chi^2 = 12.70
Chi^2 = 1.80
Chi^2 = 12.37
Chi^2 = 7.58
Education wise
Chi^2 = 9.46
Chi^2 = 6.76
Chi^2 = 6.92
Comparative analysis of the statement divulges that only gender and Woman of
family has significant influence on the perception of Ahmedabad respondents,
whereas all the other variables have insignificant impact on the respondents of both
Surat and Ahmedabad.
Ahmedabad
Total
Chi^2 = 9.92
Chi^2 = 7.52
Chi^2 = 14.09
Chi^2 = 7.94
Chi^2 = 6.88
Chi^2 = 6.88
Chi^2 = 5.07
t = 2.271*
t = 2.267*
Chi^2 = 3.81
Chi^2 = 9.87
Chi^2 = 9.87
F = 5.97**
Chi^2 = 4.11
F = 4.12*
Education wise
Chi^2 = 9.61
Chi^2 = 7.88
Chi^2 = 7.60
Comparative analysis of the statement shows that only Woman of family (working or
nonworking) has significant influence on respondents perception in both the cities
whereas occupation and income significantly affect the perception of Surat
respondents. However, all the other factors do not have any significant influence on
the perception of respondents in both the cities.
Ahmedabad
Total
Chi^2 = 8.96
Chi^2 = 17.86
Chi^2 = 10.01
Chi^2 = 3.08
Chi^2 = 6.53
Chi^2 = 1.57
Chi^2 = 2.70
Chi^2 = 1.80
Chi^2 = 3.80
Chi^2 = 4.28
Chi^2 = 12.18
Chi^2 = 8.18
Chi^2 = 8.10
Chi^2 = 7.04
Chi^2 = 17.61*
Chi^2 = 17.61*
Education wise
Chi^2 = 5.89
Chi^2 = 6.88
Chi^2 = 9.27
Comparative analysis of the statement shows that except gender and income all the
factors have insignificant influence on the opinion of respondents of both the cities.
Gender and income also has a significant influence only on the perception of
Ahmedabad respondents whereas, for Surat respondents it has insignificant impact.
Ahmedabad
Total
Chi^2 = 14.30**
Chi^2 = 0.43
Chi^2 = 8.47
Chi^2 = 13.76
Chi^2 = 14.05
Chi^2 = 8.21
Chi^2 = 14.27
Chi^2 = 11.51
Chi^2 = 9.62
Chi^2 = 18.29*
Chi^2 = 13.29
Comparative analysis of statement shows that class does not have any significant
impact on the opinion of respondents of two cities whereas gender significantly
influences the opinion of Surat respondents and age and monthly pocket money
have significant impact on the perception of respondents of Ahmedabad.
Ahmedabad
Total
Chi^2 = 4.43
Chi^2 = 3.44
Chi^2 = 6.56
F = 2.68*
Chi^2 = 4.87
Chi^2 = 6.12
Chi^2 = 7.14
Chi^2 = 7.94
Chi^2 = 2.89
F = 3.08*
F = 3.80*
Comparative analysis of the statement shows that age and monthly pocket money
have significant influence on the opinion of Surat respondents whereas only
monthly pocket money affects Ahmedabad respondents perception. All the other
factors have insignificant influence on the perception of respondents of the two
cities.
Ahmedabad
Total
Chi^2 = 11.97*
t = 2.175*
Chi^2 = 15.43**
Chi^2 = 10.77
Chi^2 = 9.99
Chi^2 = 4.82
Chi^2 = 7.79
Chi^2 = 6.38
Chi^2 = 5.17
Chi^2 = 16.25*
Chi^2 = 6.17
Chi^2 = 17.31*
Comparative analysis of the statement shows that gender has a significant impact on
the opinion of respondents of both the cities whereas monthly pocket money
significantly influences the opinion of Surat respondents only. However, age and
class do not have any impact on respondents of Surat and Ahmedabad.
Ahmedabad
Total
t = 2.835**
Chi^2 = 1.42
t = 2.137*
Chi^2 = 6.56
Chi^2 = 6.41
Chi^2 = 12.13
Chi^2 = 12.28
Chi^2 = 9.08
Chi^2 = 10.27
F = 3.05*
Chi^2 = 3.33
Chi^2 = 3.55
Comparative analysis of the statement concludes that only gender and monthly
pocket money significantly influence the perception of respondents of Surat city
whereas all the other factors have insignificant influence on the opinion of Surat
and Ahmedabad respondents.
Ahmedabad
Total
t = 3.63*
Chi^2 = 15.88
t = 1.961*
Chi^2 = 6.24
Chi^2 = 5.43
Chi^2 = 1.75
Chi^2 = 16.10**
Chi^2 = 9.72*
Chi^2 = 1.39
Chi^2 = 4.05
Chi^2 = 4.47
Chi^2 = 5.44
Chi^2 = 18.82*
Chi^2 = 15.48
Education wise
F = 4.01*
Chi^2 = 13.60
Comparative analysis of the statement shows that where income has significant
influence on the opinion of respondents of both the cities, Woman of family does
not have any impact on the perception of respondents. Age, occupation and
education significantly influence Surat respondents and gender and number of
children have significant impact on the perception of Ahmedabad respondents.
Ahmedabad
Total
Chi^2 = 5.53
Chi^2 = 16.10
Chi^2 = 15.23
Chi^2 = 6.32
Chi^2 = 3.38
Chi^2 = 3.02
Chi^2 = 1.36
Chi^2 = 9.28
t = 2.334*
Chi^2 = 5.50
t = 1.969*
Chi^2 = 12.58
Chi^2 = 9.64
Chi^2 = 8.31
Chi^2 = 7.97
Education wise
Chi^2 = 10.12
Chi^2 = 7.51
Chi^2 = 7.30
Comparative analysis of the statement shows that age, occupation, income and
education do not have any significant impact on the respondents perception but
gender has a significant influence only on the opinion of Ahmedabad respondents
whereas, Woman of family and number of children significantly change the opinion
of Surat respondents.
Ahmedabad
Total
Chi^2 = 19.77
Chi^2 = 13.27
Chi^2 = 20.71
Chi^2 = 5.13
Chi^2 = 3.68
Chi^2 = 2.47
Chi^2 = 1.71
Chi^2 = 2.68
Chi^2 = 3.74
t = 2.318*
Chi^2 = 5.20
Chi^2 = 8.76
Chi^2 = 10.03
Chi^2 = 9.60
Chi^2 = 16.93*
Chi^2 = 15.51*
Education wise
Chi^2 = 20.61**
Chi^2 = 13.16
Chi^2 = 29.56**
Comparative analysis of the statement explains that the age, occupation and number
of children do not have any significant impact on the respondents perception in
both the cities. However, the gender and income significantly affect the perception
of Ahmedabad respondents and education significantly influences the opinion of
Surat respondents and Woman of family either working or non-working change the
opinion of respondents only when they are combined.
Ahmedabad
Total
Chi^2 = 13.46**
Chi^2 = 13.77
Chi^2 = 5.26
Chi^2 = 12.89
Chi^2 = 10.82
Chi^2 = 7.63
Chi^2 = 13.19
Chi^2 = 25.16**
Comparative analysis of all the variables on the statement shows that the age and
class do not have any significant impact on the respondents perception in both the
cities but the gender and monthly pocket money significantly influence the opinion
of respondents of Surat and Ahmedabad.
Ahmedabad
Total
Chi^2 = 0.60
Chi^2 = 6.59
Chi^2 = 5.76
Chi^2 = 8.04
Chi^2 = 8.91
F = 2.78*
Chi^2 = 9.04
Chi^2 = 5.85
Chi^2 = 16.83*
Comparative analysis of the statement shows that the age of a respondent does not
affect his/her perception in both the cities, whereas, gender significantly influence
the opinion of Surat respondents and the class and monthly pocket money of
respondent changes his/her perception in Ahmedabad city.
Ahmedabad
Total
Chi^2 = 7.78
Chi^2 = 13.78**
Chi^2 = 8.12
Chi^2 = 12.88
Chi^2 = 9.23
Chi^2 = 15.08
Chi^2 = 13.16
Chi^2 = 9.95
Chi^2 = 20.62**
Chi^2 = 2.33
Chi^2 = 7.66
Chi^2 = 6.45
Comparative analysis of the statement shows that the gender has a significant
influence on the opinion of respondents of Ahmedabad whereas, the entire other
variables insignificantly influence the perception of respondents in both the cities.
parents and children of the two cities agree in majority that there is
rapid growth of market for children products over the past few years.
The marketers are targeting the consumers by using children not only
in the case of products meant for children but also for the products
used or purchased in the family. The children are not only making their
buying decisions themselves but also play a vital role in other buying
decisions of the products to be used or purchased in the family.
Media in its various manifestations has been able to carve out a niche
for its advertisements in the heads and hearts of the children. Children
with their instant grasping power give valuable suggestions to their
parents when they intend buying a particular item. Parents rely more
upon the information provided by them, as they feel that children have
the latest information regarding the product.
Suggestions
The first and the foremost job of the market researcher is to